In order to remain competitive, more and more companies are realizing the importance of innovation. Innovation is instrumental for business growth as well as attracting and retaining employees as half of employees would leave a satisfactory job if it did not meet their expectations concerning innovation. HR can assist by creating an innovative culture where innovation is supported by top leadership, employees are empowered to innovate and risk taking is supported by management. This is critical for organizational growth as innovation is rated as the second most critical long term challenge to drive business growth.